新形势下对台广播的传播策略

Communication Strategies for Broadcast to Taiwan under New Situation

对台广播是特定历史条件下出现的一种特殊的广播形式,在两岸对峙的年代里,曾是台湾受众了解大陆信息的唯一渠道。随着20世纪80年代末期两岸关系进入缓和开放阶段,对台广播面临新的机遇与挑战。只有具体研究对台广播的目标受众,顺应时势,更新观念,准确定位,改进传播手段,才能使对台广播收到应有的效果。

Broadcast to Taiwan is a special communication form under given conditions. It was the on- ly medium for Taiwan Residents to get news from the Mainland at the time of cross - strait confrontation. With the cross- strait relationship entering a detente and open stage in 1980s, broadcast to Taiwan has met new challenges. Only after doing specific study of the target audience, adapting to situations, renewing ideas, locating accurately and improving transmission means can the goal of broadcast to Taiwan be effectively achieved.